Gatorade yesterday announced a multiyear partnership with NFL Panthers QB Cam Newton. Newton, who ranked eighth in THE DAILY's list of the most marketable NFL players, will be featured in upcoming Gatorade campaigns including TV, print and digital advertising. The sports drink has been an official partner of the NFL since ’83. Other Gatorade endorsers include Colts QB Peyton Manning, Giants QB Eli Manning, Yankees SS Derek Jeter and Heat G Dwyane Wade. Terms of Newton's deal were not disclosed (THE DAILY). In Charlotte, Joseph Person notes throughout his rookie season, Newton often “draped a Gatorade towel over his head on the sideline.” Newton also has sponsorship deals with Under Armour and GMC (CHARLOTTE OBSERVER, 2/2). Newton said, "Since the age of seven, I've always drank Gatorade. So now me having an opportunity to be part of the family is just something that I can't even fathom right now, but I'm going to love in the long run.” Newton prior to the start of the '11 season signed a deal with Under Armour, and CNBC's Pete Najarian said, "You did a great job of some gamesmanship it seems like. Was Nike a real deal that was potentially out there? I know you wore Under Armour all through your Auburn days, but you were also wearing some Nike gear on your workouts in San Diego." Newton said, “Those guys were the top competitors in the endorsement signing that I was going to have. In the end, I ended up signing with Under Armour. But it was between Nike and Under Armour. That was the reason why I have product from Nike and Under Armour” (“Fast Money,” CNBC, 2/1).
BOLT MAKING AN IMPACT: In Jamaica, Howard Walker reported Gold Medal-winning sprinter Usain Bolt's endorsement deal with Gatorade "has seen sales through the roof" in the country. Gatorade Brand Manager Ayanna Kirton said that the "performance of the Gatorade brand in Jamaica has been particularly encouraging over the past year." Kirton: "Having Bolt as an ambassador for Gatorade is a tremendous opportunity for the brand as his record-breaking performances make him the ideal candidate for product endorsement" (JAMAICA OBSERVER, 1/30).
